I work for a software company in our ad sales department. We have an existing client who had purchased a banner ad to run on one of our sites and would like to update the text. Her existing ad has 180 characters, which is our max number.
Client: How many words can I have in the banner ad?
Me: We can feature around 180 characters including spaces and still have the text be legible.
She sends some new verbiage, which adds up to 259 characters
Client: Will this work?
Me: No, I’m sorry. That is too much text.
She sends me alternate phrasing with 254 characters.
Me: I’m sorry, but that is still too much. It’s only 6 characters less than the last draft you sent in. If we try to fit it all, the font will be so small to accommodate all of the text that no one will be able to read it.
Client: How about just this?
Again, sends alternate text.
Me: This is 254 characters…